Marketing Essentials: Formulating and Evaluating a Basic Marketing Plan for Unilever

This document discusses the essential marketing functions and the interrelation of marketing with various departments in Unilever. It also provides a detailed analysis of the marketing mix and formulates a basic marketing plan for Unilever to enhance sales and achieve business objectives.

MAREKTING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Covered in ppt .................................................................................................................................1
TASK 2............................................................................................................................................1
P3 Compare various ways by which marketing mix is applied to the chosen organisation.......1
TASK 3............................................................................................................................................3
P4 Formulate and evaluate a basic marketing plan for concerned organisation.........................3
CONCLUSION ...............................................................................................................................6
REFRENCES ..................................................................................................................................8

INTRODUCTION
Marketing are those set of activities that helps in performing operations, activities and procedure
that has been using various offerings which is dependent over requirements that has been made
by customers. Business organization has different offerings that is being made through
advertising of product by using various channels through marketing product in proper manner.
This is helpful in making promotion of a product to be done that has been produced by an
organization. Also this helps in targeting audiences at large. This file is based over Unilever that
is an UK based organization and has its headquarters in London. It come into existence in the
year 1929 and has been selling various products like food, sweets, energy drinks, baby food, soft
drinks, ice cream, tea, cleaning agents. The following report is based on various responsibility
that has been including marketing functions. Also interrelation of marketing with various
marketing functions has to be explained in appropriate manner. In the end of report basic
marketing plan with chosen organization has to be made to enhance sales in considerable way.
TASK 1
Covered in ppt.
TASK 2
P3 Compare various ways by which marketing mix is applied to the chosen organisation
Marketing mix is one of the most important tool of business that helps in evaluating
tactics and actions to increase volume of sales by enhancing customer base This tool allows
Unilever to perform evaluation in appropriate manner through comparing performance with
P&G that is operating in same sector.
Basis UNILEVER P&G
Product Unilever is a UK based company
operating all over the world. &
beverages, pharmaceutical & more at
large scale. These products are there as
per requirement of season and standard
product is being offered. Main product
P&G is an American based
organization operating in
successfully in international market,
including UK. Dealing in the same
industry as Unilever, to differentiate
its business, it offers number of
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that has been sold by an organization
is lifebuoy, milk powder and Lipton
ice tea. Also the company sells various
products that is heart brand ice cream.
All these product has helped
organization in gaining popularity
within the market across glob.
iconic and well-known brand range
from laundry detergents and
cleansers, as well as grooming and
beauty products.To compete with
Unilever, it has introduced soap call
Fairy.
Price Price of products is dependent on
quality that has been offered by a firm.
In context with Unilever, its products
like Dermalogica, Kate Somerville,
Living Proof and more, are offered on
high quality. Therefore, these
products are offered at reasonable
price at marketplace, to avail high
profitability.
P&G price is mainly dependent on
individual category of products like
to sale Tide detergent it uses market-
oriented pricing strategies. Similarly,
for other items, it uses Premium
pricing and Product Bundle pricing
strategies.
Place The organization is being operating in
400 nations that covers mainly Asia
and Europe. Majorly all products that
is offered by Unilever is available to
all that has made distribution to be
appreciated.
P&G also operate at international
level that makes products to be
available in supermarket and retail
stores. Individual buy product of
P&G in both rural and urban area
distribution is in bulk.
Promotion Unilever uses various kinds of sources
that has made promotion possible and
they are social media and digital
marketing platform.
Main form of promotion in P&G is
done in traditional way. This has
made promotion to be done by using
tactics like hiring brand ambassador
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Organization has been using various
tactics which makes promotion this
makes adverse impact on product.
Main strategy of Unilever is to do
promotion through social media, radio
and television. (Jolliffe, 2016).
to reach its customers.
Process Different process is being used by
Unilever to reach customers easily. For
interacting with customers,
organization which has been updating
technology in timely manner. Also
upgrading machines on regular basis
has increased manufacturing products
possible
Process that has been used by P&G is
having various store houses at
geomorphological location for
distributing to retailers. Production
over manufacturing machines has
been used by an organization for
producing and manufacturing of
machines that is being used in
effective manner.
People Unilever treats all its employees
equally as valuable assets and provide
them effective organisational culture,
in order to achieve desired goals and
objectives within specified time
period. Mangers of Unilever has to
make training and development
session which makes enhancement of
knowledge and makes employees
aware about situation in desired
manner.
P&G treat its customers and
employees with utmost care and
takes them on priority basis. This is
the reason why satisfaction of
customers is achieved. Also
employees that has been providing
benefits that has made possible due
to hard work and providing best
performance.
Physical Under this major evidence within an Main physical evidence that is being
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evidence organization like Unilever is its head
office that is situated in London.
hold by organization like P&G is its
shares and social media contacts .
These aspects of marketing mix has been helpful in gaining of understanding of right
position that is existing in market an development which makes improvement to be done in
organization like Unilever.Also popularity of organization increases due to upliftment of sales
and marketing products that can be easily accessible to customers over various geographical
locations. This will help the company in attaining business objectives desirably
TASK 3
P4 Formulate and evaluate a basic marketing plan for concerned organisation
Marketing is considered to be one of the most important department of an organization,
that concerns mainly on introducing a product within marketplace, to reach customers. For this
purpose, marketers prepare a marketing plan, which includes a formal document that specifies
promotional strategy and way for capturing of large telemarketer in an organization.. In context
with Unilever, to expand its businessand make high revenue, a marketing plan has been prepared
in following way :-
EXECUTIVE SUMMARY
Unilever is a London based organization that is dealing with various products like soaps,
shampoos and ice tea. For this purpose only Unilever has through of launching noodles within
the market that enhances revenue and profit of an organization. This is achieved through
segmenting, targetting and positioning the product in a proper manner l(Joseph, 2017).this
present organization has been placed in second position in United Kingdom for selling soap. It
covers wide range of soaps and shampoos like anti hair fall, anti dandruff. The organization
required to prepare efficient marketing plan in order to increase sales of igh revenue and bestling
soaps and shampoo org
OBJECTIVE
Business objectives helps a company in deciding what they want to accomplish.
 Organization that has been plaining to increase sales around 20% then it is required to
launch soaps and shampoos (Neuninger, 2017).
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 Firm has been measuring various performances by using benchmark techniques.
 Organization has to motivate employees and skills of workers for project to be delivered
with higher superior and follow system leadership while guiding workers.
 Along with sales, company has planned to increase their market-shares by 35%.
 The estimated time to attain these objectives is 12 months.
SWOT ANALYSIS
SWOT analysis is a good management framework which helps in improving the
performance of the company as compared to other competitors. It will help organization like
Unilever to give a good competition in the market.
Strengths Weaknesses
 In this Unilever is going to launch
noodles that is going to help in gaining
customers and has strong hold in
market also.
 New product is distributed all over the
world that makes distribution to be
wider inn countries like USA, and UK.
Many more.
 Due to heavy competition in market
noodles lunched by organization is
having limited loyalty
 There is no distribution of rural areas
that has been making an organization
capture large market area through new
product like noodles
Opportunities Threats
 New product like noodles is going to
help in maintaining of customer base
and attracting them.
 In order to promote new product social
media marketing can be used.
 Noodles offered by an organization
should be of premium quality that
makes capturing of market to people
purchasing power.
 The tough competition between
Unilever and P&G is one of major
concern.
STRATEGIES
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 Segmentation: Different ways in an organization that makes organization to segment
customers. Opportunities has to be analysed that exist over a geographical area to launch
new product that is noodles.
 Targeting: Unilever is required over targeting of people that has been considering age
factor. Targeting customers of an organization that is between age group of 10 to 25 years
because they eat noodles.
 Positioning: Making an organization perform advertising that has been launched by
Universal that is launching noodles and has to give free samples. This makes
acknowledgement of noodles possible as a new product and efficient to reach customer
with ease is achieved.

MARKETING MIX
In order to estimate the performance of new product in marketplace, marketing mix is
performed below:
 Product: Organization have introduced new product within market is Unilever noodles.
 Price: Unilever has been making plaining for rating product according to economic
pricing for gaining of maximum number persons to buy it.
 Place: In this product available stores and outlets are products available of organization
like Unilever (Sharma, Ahuja and Alavi, 2016).
 Promotion: In relation to this organization that is Unilever should offer sample which
has been advertising through social media.
 Process: Unilever has been developing methodology in process and makes reduction in
extra cost.
 People: Managers of an organization has been giving training over employees that is
making Unilever noodles that is placed in appropriate way.
 Physical evidence: Main physical evidences over the product has been advertising and
free samples should be distributed to customers by Unilever.
 COST
Total cost for production of new product has been mentioned below:
Particulars Amount (€)
Marketing 120000
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Workforce 110000
Equipments 130000
Raw materials 140000
PROFIT MARGINS
Organization is required to introduce new product which is having aim that is required for
increasing profitability that is 20% in upcoming year.
MONITORING AND CONTROL
For making operation Unilever manager has been using key performance which makes
indication. This has been befitting organization that makes comparison over past performance
which makes growth margins that has to be acknowledged in proper way (Turban, Strauss and
Lai, 2016).
CONCLUSION
From the above report it has been summarised that to increase growth of business, an
organization is required to improve its marketing function. Further in this report roles has been
based over functions needs of customers, strategy and formulation over various roles has been
explained and how satisfaction is achieved. Also interrelation among department has been
explained in proper way. In the end marketing mix is covered and marketing plan to gain desired
results.
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